The Olympic Games have been held for many years, but the younger generation nowadays pays less attention to them. I want to create a more welcoming branding to attract more younger audiences. The Olympic Games pursue the greater goods of humanity; I believe their design should keep up with this idea and be more impactful.
For this retro-celebratory tone rebranding, I was inspired by the news of Italians singing and cheering on their balconies during the COVID-19 pandemic. Italy is a country with a culture of celebration and passion, and I want to incorporate these virtues into this rebranding. I used a vintage color palette that connects to Milan’s rich local history. I also designed a custom typeface for the logo that captures movement and celebration. When the typeface is associated with the colors, a pattern reminiscent of confetti appears. More identity is shown through posters, stationery design (letterhead, business cards, tickets, etc), collateral (hats, shirts, cards, wristbands, water bottles, etc), website and social media design, and environmental installations.